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Product Description: The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability...read more

Paperback:

9780750683425 | Butterworth-Heinemann, March 14, 2007, cover price $52.95 | About this edition: The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders.

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